In 2018, Mark Zuckerberg became the most disliked figure in the tech world. Facebook was caught in a huge scandal where 87 million user profiles were taken without permission by Cambridge Analytica. This made people lose trust in Facebook, with trust dropping to only 27%. Zuckerberg went from being a tech genius to being seen as a villain. It didn’t help that his public image was dull. People joked about his robot-like personality, always wearing the same grey shirts, and seeming out of touch. He looked more like an alien trying to fit in than a real person.
Zuckerberg knew he needed to fix this, so in 2020, he reached out to Peter Thiel, a well-known tech strategist. The goal was to completely change how people saw him and make him a hero for the younger generation, especially millennials who were heavy users of Facebook. The strategy they used was the R.A.C.E framework.
Step 1: Reach – Targeting a New Audience
Zuckerberg focused on winning over millennials who were interested in technology and the future. He realized he couldn’t please everyone, so he decided to connect with a group that could see him as a leader in tech.
Step 2: Act – The Big Move to Meta
The biggest change was rebranding Facebook as Meta. This was more than just a new name—it was a chance to leave behind the past scandals. Meta signaled a shift towards the future with things like virtual reality and the metaverse. Zuckerberg also updated his look, swapping out his old casual style for more stylish outfits, including shearling jackets and even gold chains.
Zuckerberg knew people had to believe in him again. This wasn’t just about looking cool; he needed to deliver real changes. He worked on:
Improving privacy on Meta’s platforms.
Launching new AR/VR products like the Quest Pro.
Making sure Meta handled important events, like the 2024 elections, responsibly.
These steps helped rebuild trust and changed how people saw Zuckerberg—from someone who didn’t care about privacy to a tech leader looking ahead.
Step 4: Engage – Staying in the Spotlight
Zuckerberg didn’t just change his image and disappear. He stayed in the public eye by doing things that got people talking, like hydrofoiling while holding an American flag or appearing on podcasts where he cracked jokes. These stunts made him seem more human and relatable.
The Result
By 2024, Meta’s trust rating had risen back to 68%, a major recovery considering how low it was in 2018. More importantly, Zuckerberg’s image had completely transformed. He was no longer seen as a boring, out-of-touch executive but as someone cool and forward-thinking.
